本次策划方案通过对网店的介绍和对市场环境的分析，准确作出市场定位，并且制定出合适的营销策略，最后对本次策划经营效果进行预测与分析，得出结论
本次策划方案最大的亮点是将线上网店销售与线下校园推广紧密结合，将校园市场作为主要的目标市场，将在校女大学生作为主要的服务对象，通过完善的售后为消费者提供包括一对一专业咨询、当天到货、产品展示在内的一系列服务，并且整个策划方案完全可行
关键词：玫琳凯；网络营销；策划方案
Abstract
With China39;s rapid economic development, China39;s cosmetics market is expanding at the same time, the opportunities and challenges of China39;s cosmetics market in China has a huge potential market untapped, it is based on college students as the main body of the college market. College students as a large consumer groups, consumer has great potential, this group not only has a huge consumption potential, and after many years, but will become the mainstream of social consumption.
The planning scheme introduced by the shop and on the analysis of the market environment, accurate to make market positioning, and to develop appropriate marketing strategies, the last forecast operating results of the planning and analysis, concluded.
The biggest highlight of the planning program is closely integrated campus to promote online shop sales line, the campus market as a major target market, female students at school as the main object of the service, to provide consumers with the perfect after-sale including one-on-one professional consultation, the day of arrival, Products, including a wide range of services, and the entire planning program is entirely feasible.
Keyword:Mary kay;；Network Marketing；Planning program
目录
摘 要 I
Abstract II
1 网店概述 2
1.1 网店介绍 2
1.2 网店主营商品 2
1.3 网店特点 2
1.4 物流方式的选择 3
1.5 网店营销宗旨 3
1.6 网店经营目标 3
1.7 客户管理 4
1.7.1 建立客户资料库，有助于我们维系客户 4
1.7.2 在QQ里设立客户服务 4
1.8 账本管理 4
1.8.1 利用Word、Excel工具建立帐本 4
1.8.2 分析与总结商品的销售情况 4
1.8.3 财务预算 5
2 环境分析 5
2.1 宏观环境分析 5
2.2 微观环境分析 6
3 目标市场细分及目标市场选择与定位 8
3.1 目标市场细分 8
3.2 目标市场的选择与定位 10
3.2.1 目标市场的选择 10
3.2.2 目标市场的定位 10
4 营销策略 11
4.1 产品策略 11
4.1.1 产品类型 11
4.1.2 包装策略 11
4.2 价格策略 13
4.2.1 中低价策略 12
4.2.2 高端定价策略 12
4.3 渠道策略 13
4.4 促销策略 12
5 经营效果预测及分析 13
5.1 经营效果预测与分析 14
5.2 经营成果.…14
6 结论 15
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